In this episode of Talking Insights, we sit down with Cynthia Vega, Head of Digital Analytics at Kantar and co-author of the report Synthetic Data: Beyond the Hype. Cynthia breaks down what synthetic data really is (and isn’t), dispels common myths, and explains why human input is still essential for high-quality outcomes. We explore how brands are reacting, the blurred lines between experimentation and scalable implementation, and why it’s critical to ask the right questions—not just follow the trend. Whether you're curious, skeptical, or eager to adopt synthetic methods, this episode offers a grounded and thought-provoking perspective.

You can read the report that Cynthia co-author here: https://www.kantar.com/inspiration/brands/synthetic-data-beyond-the-hype

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Talking Insights is a Research World and Esomar production.

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

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